Amazon Updates Customer Service Insights in Feedback Manager: What Sellers Need to Know
Strong customer service performance is no longer just about responding quickly, it’s about understanding why customers are reaching out and how your operations contribute to those contacts.
On December 19, 2025, Amazon updated Customer Service Insights in Feedback Manager to make seller performance metrics clearer, more actionable, and easier to benchmark. Here’s what changed—and how sellers should respond.
What’s New
Amazon introduced two key refinements to Customer Service Insights:
Preventable Contact Rate → Buyer Contact Rate
Renamed for clarity
Now measured as a percentage, not a fraction
Tracks buyer contacts related to product quality, fulfillment, and shipping issues
Average Contact Response Time Refined
Now calculated only on contacts you responded to
Excludes unanswered messages, providing a more accurate view of operational responsiveness
Sellers can view these insights directly in Feedback Manager.
Why This Update Matters
These refinements change how sellers should evaluate performance:
Clearer accountability: Buyer Contact Rate directly reflects operational issues—not buyer behavior
Better diagnostics: High contact rates often point to listing clarity, fulfillment gaps, or product mismatches
More accurate response tracking: Response time now highlights workflow efficiency, not volume noise
Stronger benchmarking: Sellers can more reliably compare performance against peers
In short, Amazon is signaling that backend execution and customer experience are inseparable.
Pro Tips
Monitor Buyer Contact Rate trends, not just the headline number
Investigate spikes by SKU, fulfillment method, or shipping window
Use response time data to refine internal workflows, not just staffing
Pair insights with order defect and fulfillment reports for context
Address root causes before customer issues escalate into account risk
How We Can Help
We support sellers with backend operations oversight to ensure customer service metrics stay healthy and compliant:
Feedback Manager monitoring and insights review
Backend workflow alignment to reduce buyer contacts
Response process optimization to maintain strong response-time metrics
Operational readiness support before performance issues escalate
Get in Touch
Customer service metrics are only useful if they drive better backend decisions. If you’re selling on Amazon and want clearer visibility into what’s driving buyer contacts, and how to fix it - we can help.
Book an appointment and let us handle the backend so you can focus on growing your brand.
Final Thoughts
Amazon’s update signals a shift toward cause-based performance analysis rather than surface-level metrics. Sellers who act on these insights early will be better positioned to protect account health and customer trust.